Top Men's Shoe Brands Enter The Chinese Market

The blue book on business published recently by the Chinese Academy of Social Sciences shows that the total consumption of luxury goods in China accounts for 27.5% of the world's total, and the total consumption of luxury goods exceeds the United States in the first place, making it the second largest luxury consumer in the world. It is expected that in a few years, China will occupy the first place in the global luxury consumer market.

Chinese high-end male Shoes and clothing The consumer market presents a similar trend. China's men's luxury goods market has reached 180 billion euros, accounting for 40% of the global market share, and is growing at an annual rate of 14%. Another survey shows that Chinese tourists to France spend 87% of their money on bags and shoes.

As a result, the world's top fashion brands are eyeing China. LV, the famous brand of men's shoes, has opened 27 stores in 22 cities in China in just two years, and has invested heavily in developing its brand Berluti. In 2013, the world's first flagship store, Berluti, was launched in the IFC center of Lujiazui financial center, Shanghai, covering an area of 345 square meters. It is also the second store of Berluti in Shanghai. This shows the importance of Berluti to the Chinese market.

and Berluti There are different strategies to expand the Chinese market through their own outlets. The world's top men's shoes brands from Italy, such as Francheschetti, Francesco Benigno and Mananni, choose to enter the Chinese market through the operation platform of professional men's shoes brand operators such as T.H Whisper.

　　 Men's Shoes Brand Wei Shi Peng brand leader introduces that, as the fashion capital of the global footwear industry, Italy has many excellent brand names that are not well-known in China, and some have even achieved the top level in the field. For example, Francesco Benigno, the main brand of China's main brand, is actually a Italy men's shoes brand founded in 1926. All the shoes made in Italy are hand-made, using the best local colorless calf leather and meticulously processed by colourful skilled craftsmen, who have high reputation in the local and even Europe, but are not known in China. These global top men's shoes brands chose to enter China through strategic cooperation with men's shoes brand operators such as T.H Whisper. On the one hand, they started from their own development status. For a situation that is not yet global, especially in China, there are certain risks in their own operation. At the same time, they also look at the important role played by T.H Whisper Wei Peng Peng's operation team in understanding and operation experience of China's high-end men's shoes market. "This kind of cooperation mode is more sensible, and I believe we can form a win-win situation." The brand leader said.

In the operation of the market, there is also fierce competition. These high-end men's shoes brands are also looking for a differentiated approach: Berluti takes high priced products and marketing strategies in China. They aim directly at those rich classes with a strong sense of identity. For example, Berluti stores are located in the national gold center, which is located in Lujiazui, Shanghai, and has the luxury landmarks. Here, Berluti shoes, which are easily traded for 10000 yuan a pair, become the top consumers of men's shoes. And T.H Whisper has put more eyes on those who are "on the road" of the quasi rich or low-key affluent, such as business success, fashion designers and other elite, and its buyer shops are also located in the Hengshan Road luxury selection hotel which is quiet and full of Shanghai style. It is also the top luxury style, but it has a high profile and a low profile. In terms of product pricing, T.H Whisper Wei Peng also adopted a differentiated approach. Its brand shoes concentrated more in the price range of 4000-6000 yuan.

Wei Shi Peng brand leader said that the same is the world's top men's shoes brand, T.H Whisper operation Francesco Benigno and Berluti actually have some source relations. The designer of Francesco Benigno used to be the right-hand man of Stefano Branchini, the famous designer of Berluti, so consumers will see that Frances Co Benigno shoes and Berluti have similar luxury style.